Americans are putting their wallets where their values are. They buy brands (or those brands’ competitors) based not just on corporate behavior, but on how that behavior is perceived. Everyone has a voice today, and the court of public opinion never rests. Just as your good deeds are a great way to earn consumers’ loyalty, your missteps can lose their favor even faster. So how do you protect your bottom line and safeguard your reputation,...
Sustainability is now mainstream and it’s affecting purchase behavior. Every year we ask Americans if they’ve ever intentionally purchased or not purchased a product or service based on the social or environmental record of the manufacturer. We then ask everyone who says “yes” to name the brand. Those who say “yes” and can give an example of a brand unaided? We call them shoptivists. But who are these “shoptivists?” Our latest report answers this question...
Our annual Eco Pulse® study has gone global. We surveyed people in 12 countries to better understand how they conceptualize an eco-friendly person — and what that means for companies’ sustainability communications. Our latest free report reveals how local cultural values connect to local sustainability concerns and provides specific communications guidance for brands operating and/or selling in countries around the globe. Hint: Multi-national brands, you don’t want to miss your opportunity to connect on a...
Our latest research shows that Americans are becoming more engaged when it comes to sustainability; at the same time, their skepticism around certain words and phrases is growing. This means that for brands to connect with their ideal audience, build trust and remain competitive, attention to language is critical. Find out what Americans think about sustainability, what different “green” words mean to them and how they interpret and respond to the jargon you may be...
Our latest research shows that Americans are becoming more engaged when it comes to sustainability; at the same time, their skepticism around certain words and phrases is growing. This means that for brands to connect with their ideal audience, build trust and remain competitive, attention to language is critical. Find out what Americans think about sustainability, what different “green” words mean to them and how they interpret and respond to the jargon you may be...
